page_title: Rodeo Drive
section_title: Early history
hierarchical_section_title: Rodeo Drive / History / Early history
caption_attribution_description: English: Street sign of Rodeo Drive, Beverly Hills, CA Deutsch: Straßenschild am Rodeo Drive in Beverly Hills, Kalifornien, USA
context_page_description: Rodeo Drive is a two-mile-long street, in Beverly Hills, California, with its southern segment in the City of Los Angeles. Its southern terminus is at Beverwil Drive, and its northern terminus is at its intersection with Sunset Boulevard in Beverly Hills. The name is most commonly used metonymically to refer to the three-block stretch of the street north of Wilshire Boulevard and south of Little Santa Monica Boulevard, which is known for its luxury goods stores.}
context_section_description: In 1906, Burton E. Green (1868–1965) and other investors purchased the property that would become Beverly Hills, formerly named Rancho Rodeo de las Aguas, with plans for a mixed-use subdivision with a branch of the Los Angeles and Pacific Railway running North on Rodeo Drive before turning west at Sunset Boulevard. They platted the street that very year, in 1906. By 1907, 75 ft × 160 ft (23 m × 49 m) parcels on Rodeo were selling for $1,100 each. It became a bridle path in 1912, when the Beverly Hills Hotel was built on a former lima bean field. By November 1925, similar lots were selling for between $15,000 and $30,000, almost double what they'd been selling for in September.
  The central part of Rodeo eventually became a business street with hardware stores, gas stations, beauty shops, and bookstores. In 1958, real estate developer Marvin Kratter bought 48,000 square feet (4,500 m²) of land at the corner of Rodeo and Wilshire Boulevard from the city of Beverly Hills. The acreage is across the street from the Beverly Wilshire Hotel and Kratter paid something over $2 million for it.
  The men's store Carroll & Company opened shop on Rodeo Drive in 1950.
caption: Rodeo Drive street sign
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